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Does the quality of video on your website matter?

Craig Roblewsky

Does the quality of video on your website matter?

You bet it does!  If you think people aren’t forming an opinion based on the quality of your video (and every other component on your website) then you’re kidding yourself.  And what’s worse is that it’s most likely costing you sales but you can change all that by improving the quality of the video.

First impressions count

You need to think about your video (and your website too) in terms of a retail store.  If a store has broken windows, a cardboard sign in the window or peeling paint, would you want to go inside? Would you think that it was a credible place to buy anything?

On the other end of the spectrum, if the outside of a store has sparkling clean windows, fresh paint and an attractive display in the front window, it should have a positive impact on you.  What conclusions are you going to draw about its merchandise?  Which of these two stores are you most likely to enter?

If you’re like most people,  it’ll be no contest.  You’ll be drawn to the nice looking store as you’ll have perceived that store to be more likely to have quality merchandise and better service.   You’ll also likely to form the conclusion that the owners of the store care enough about their business to present the best possible image to the public.

People judge you by the quality of your video

The quality of video on your website is no different.  When a business owner doesn’t care enough about his company to present a professional image to the public, then you have to wonder how serious he or she is about the quality of their products or services and customer service. People judge a book by its cover or in this case, a business by its video and/or website.

The more practical side of a bad video is the audio and the effectiveness of its message.  Will visitors get frustrated by the poor audio if they can’t understand what’s being said?  If the video is poorly made, it won’t deliver an effective message and people may not even watch it and in that case, it’s not doing its job. Remember, a video is useless if it doesn’t accomplish its goal.

Again, this will cause visitors to form a negative opinion about your business and you’ll probably lose the sale.  If you think you want to save a few bucks by doing a video yourself or hiring an amateur, I urge you to look at the bigger picture to see if all the lost sales are really worth saving a little bit of money.

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Published: December 28, 2017 • Last Updated: March 12, 2020

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